The Patron Spirits Company placed its creative account in review. Incumbent Cramer-Krasselt, which has handled the account since 2012, will not defend. A new agency is expected to be named in
November. "We're looking for a highly strategic and creative agency partner that can drive innovation and breakthrough thinking across our iconic brand portfolio, while continuing to communicate our
unwavering commitment to artisanal, handcrafted tequila," said Lee Applbaum, Global Chief Marketing Officer of Patron Spirits Company. "We are intent on strengthening and accelerating our leadership
position in the ultra-premium tequila category, and building upon our incredibly healthy brands and business, rather than seeking to fix what is clearly not broken. Importantly, our selected partner
will possess a track record of success in marketing luxury brands and crafting integrated solutions for their clients." Patron hired Santa Monica-based SelectResources International to help conduct
the review. Work for the new agency will also include television and out-of-home media planning and buying, along with global brand creative duties. Patron's digital duties will continue to be handled
by Razorfish; Momentum will continue to handle marketing promotion, and M Booth will handle brand PR. "Despite our decision to conduct the review, we are very grateful for the partnership with
Cramer-Krasselt," added Applbaum. "Their team has been an invaluable partner in protecting and helping deliver growth across key brand health metrics, and we thank them for that." Patron spent $41.5
million on measured media in 2013, down from $45.5 million spent in 2012, according to Kantar Media. Patron spent $1.9 million on measured media during the first quarter of 2014
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